San Antonio, February 9, 2026
San Antonio-based grocery chain H-E-B aired a memorable Super Bowl commercial, showcasing their beloved butter flour tortillas. The 60-second ad captivated viewers across major Texas cities, including San Antonio, Austin, Houston, and Dallas. Featuring a toddler reaching for an H-E-B tortilla, the commercial highlights the strong cultural connection Texans have with this product. H-E-B’s history of celebrating their iconic tortillas in past Super Bowl commercials continues to resonate, reinforcing the brand’s cherished status among Texans.
San Antonio, Texas – H-E-B’s Super Bowl Ad Celebrates Texans’ Love for Tortillas
San Antonio-based grocery chain H-E-B aired a Super Bowl commercial on February 8, 2026, highlighting its renowned butter flour tortillas, a beloved staple among Texans.
Commercial Details
The 60-second ad, broadcast during Super Bowl LX, features a toddler eagerly reaching for an H-E-B tortilla, symbolizing the deep affection Texans have for this product. The commercial reached over a dozen key Texas markets, including prominent cities such as San Antonio, Austin, Houston, and Dallas.
Background and Significance
H-E-B has a long tradition of celebrating its iconic tortillas in Super Bowl commercials. In 2023, the company released an ad titled “If you know-you know,” emphasizing the unique bond between Texans and their tortillas. This campaign resonated with many, as evidenced by a passenger who once packed 200 H-E-B tortillas in their carry-on luggage. In response, H-E-B humorously acknowledged the dedication to their product, underscoring the brand’s connection to Texas culture.
Company’s Perspective
H-E-B’s Vice President of Marketing highlighted the enthusiasm surrounding the Super Bowl commercials, explaining that such advertisements allow the company to engage with fans and celebrate their favorite products. The intent is to honor the special bond between H-E-B and Texans while connecting with customers during significant cultural events.
Conclusion
H-E-B’s latest Super Bowl ad underscores the company’s deep-rooted connection with Texas culture, particularly its iconic tortillas. It reinforces H-E-B’s position as a cherished brand among Texans and highlights the importance of local businesses in fostering community spirit and economic growth in the region.
FAQ
What product did H-E-B highlight in their Super Bowl ad?
H-E-B’s Super Bowl ad focused on their renowned butter flour tortillas, a beloved staple among Texans.
When was the H-E-B Super Bowl commercial aired?
The 60-second ad was broadcast during Super Bowl LX on February 8, 2026, in over a dozen key Texas markets.
Has H-E-B featured tortillas in previous Super Bowl commercials?
Yes, in 2023, H-E-B released an ad titled “If you know-you know,” emphasizing the unique bond between Texans and their tortillas.
How did H-E-B respond to a passenger packing 200 tortillas in their carry-on luggage?
H-E-B humorously commented on social media, “Gotta keep those in the carry on. Don’t want to chance them getting ‘misplaced.”
What did H-E-B’s Vice President of Marketing say about the Super Bowl commercials?
Ashwin Nathan expressed enthusiasm, stating that the commercials allow the company to have fun with fans and their favorite products, celebrating the special bond between H-E-B and Texans during significant events like the Super Bowl.
Key Features
| Feature | Description |
|---|---|
| Product Highlighted | H-E-B’s butter flour tortillas |
| Commercial Duration | 60 seconds |
| Aired During | Super Bowl LX on February 8, 2026 |
| Broadcast Markets | Over a dozen key Texas markets, including San Antonio, Austin, Houston, and Dallas |
| Previous Ad Theme | “If you know-you know” campaign from 2023 |
| Notable Incident | Passenger packed 200 H-E-B tortillas in carry-on luggage; H-E-B’s humorous social media response |
| Company’s Perspective | Celebration of the bond between H-E-B and Texans during significant events like the Super Bowl |
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Author: STAFF HERE SAN ANTONIO WRITER
The SAN ANTONIO STAFF WRITER represents the experienced team at HERESanAntonio.com, your go-to source for actionable local news and information in San Antonio, Bexar County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as Fiesta San Antonio, San Antonio Stock Show & Rodeo, and Dia de los Muertos. Our coverage extends to key organizations like the Greater San Antonio Chamber of Commerce and United Way of San Antonio and Bexar County, plus leading businesses in retail, insurance, and energy that power the local economy such as H-E-B, USAA, and Valero Energy. As part of the broader HERE network, including HEREAustinTX.com, HERECollegeStation.com, HEREDallas.com, and HEREHouston.com, we provide comprehensive, credible insights into Texas's dynamic landscape.
